Case Study: Restoring Trust in Aviation

During a period of intense operational pressure, this Premium Department Store Chain experienced unprecedented shifts in customer feedback. While traditional metrics simply showed a drop in satisfaction, Sentor's entity-based sentiment API uncovered the severe, structural root causes hidden within the noise.

The Challenge

The brand was receiving massive amounts of feedback across multiple channels. Legacy systems failed to differentiate between superficial complaints and deep-seated operational failures. The leadership team required profound diagnostics, not just a surface-level NPS score.

Sentor's Deep AI Analysis

By connecting their data pipelines to Sentor, the organization generated the following executive diagnostic, isolating the critical failures directly from the raw customer voice:

1. Executive Diagnostic

Brand health is Critical. The organization is systematically failing customers across critical post-purchase touchpoints, resulting in significant financial loss for customers, repeated violations of consumer law, and severe reputational damage. The most alarming insight is the pattern of refusing refunds for lost return shipments despite proof of delivery, with customers suspecting fraudulent activity.

2. Root Causes

Failed Fulfillment & Claims Management

Failure: Customers experience chronic issues with undelivered orders and lost return packages, for which refunds are systematically denied, often with the company explicitly citing customer responsibility or overriding consumer law.

Evidence: "My order never arrived but I got NO notification until I reached out to the CS, then they told me my order will never be shipped so I better get a refund." (Doc 8); "Return packages somehow end up 'lost' on their way back to the store. What follows is an endless runaround with customer service. In the end, you are not refunded because your shipping receipt is deemed meaningless." (Doc 4); "[The Company] refuses to investigate a return package worth €466 that is still with [The Company] since end of November... they also refused to acknowledge the consumer law in NL where when a proof of shipment is provided, they have to refund within 14 days." (Doc 45)

Root Cause: [Policy Gap] & [Service Failure]

Business Impact: Churn, Revenue Loss, Legal Risk, Reputation

Product Quality & Order Accuracy Deficiencies

Failure: Customers consistently receive damaged, incorrect, or defective products. Resolution attempts are met with refusals, often citing items being "opened" or "return date passed," even for factory defects or store errors.

Evidence: "I had been sold a different fragrance — Aerin Le Soir, instead of Le Jour, which I had selected! ... There were no apologies from the store, and I was denied both an exchange and a refund on the grounds that the perfume had already been opened." (Doc 5); "I ordered an expensive set of porcelain plates and 8 cups. ... 1 of them was broken when I opened the box. A second cup was a totally different item than what I bought." (Doc 7); "The left shoe has some problems with the sewing. ... It’s clearly a factory problem and nor [The Company] nor Veja can do anything about it." (Doc 33)

Root Cause: [System Error] & [Policy Gap]

Business Impact: Churn, Reputation, Revenue Loss

Inconsistent & Unprofessional Customer Service

Failure: Customer interactions are characterized by unresponsiveness, inconsistent information, rude/dismissive staff, and a failure to provide viable solutions or escalate issues appropriately.

Evidence: "Awful and completely unresponsive customer service!!" (Doc 2); "Each email is answered by a different representative who seems unfamiliar with the previous correspondence." (Doc 4); "When I was explaining the case a woman at the customer service suddenly said: I don't hear you and hung up on me." (Doc 13); "The workers in the store tried to gaslight me and did my hair harshly to show “how its done”" (Doc 50)

Root Cause: [Service Failure]

Business Impact: Churn, Reputation

3. Most Damaging Customer Voice

Quote: "[The Company] not only keeps my money but also probably declares damage claim for the packages. that is twice the money. This is a scandal!" (Doc 9)

Insight: This quote directly accuses the company of financial malfeasance, encapsulates the severe monetary and trust breakdown, and indicates a perception of systemic fraud rather than mere incompetence.

4. Recovery Roadmap

Immediate (24h): Identify all customers with proven lost returns (shipping receipt, carrier confirmation) and immediately process full refunds, communicating proactive resolution.

Process Fix (30 days): Overhaul return and refund policies to align with EU/Dutch consumer law. Implement mandatory training for all customer service agents on new policies, de-escalation, and professional communication.

Structural (90 days): Invest in advanced logistics tracking/integration with carrier systems to ensure real-time visibility for all shipments. Establish dedicated quality control checkpoints for incoming and outgoing orders to minimize product defects and mis-shipments.

Transformation & Results

By executing Sentor's prioritized Recovery Roadmap, the organization immediately rectified policy gaps and overhauled fulfillment logic. Within 90 days, the sentiment surrounding customer service improved significantly, preventing further reputational decay. The brand shifted from reactive guesswork to data-driven operational excellence.